mission statement

The mission statement of the Communication Department is: building bridges of hope. This we will accomplish by reaching the diverse church audiences, both within and externally, with an open, responsible, and hope-filled communication program. We will effectively use contemporary technologies and methods of communication. The desired effect of our vision and activities is to create a favorable image of the church, its mission, life and activities, and witness that many will become followers of Christ and become members of this, His church.

Adventist News Network Style Guide


Media relations involves working with media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising.


Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items. The aim of public relations often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.


Crisis Management Manual

Crisis management can be defined as a, "Holistic management process that identifies potential impacts that threaten an organization and provides a framework for building resilience, with the capability for an effective response that safeguards the interests of its key stakeholders, reputation, brand, and value-creating activities- as well as effectively restoring operational capabilities." Essentially, it is the process by which an organization deals with a major event that threatens to harm the organization, its stakeholders, or the general public.


is the process of attempting to impart information from a sender to a receiver with the use of a medium. Communication requires that all parties have an area of communicative commonality. There are auditory means, such as speaking, singing and sometimes tone of voice, and nonverbal, physical means, such as body language, sign language, paralanguage, touch, eye contact, or the use of writing.

Communication is defined as a process by which we assign and convey meaning in an attempt to create shared understanding. This process requires a vast repertoire of skills in intrapersonal and interpersonal processing, listening, observing, speaking, questioning, analyzing, and evaluating. Use of these processes is developmental and transfers to all areas of life: home, school, community, work, and beyond. It is through communication that collaboration and cooperation occur. (Wikipedia)


Statement of Ethics for Seventh-day Adventist Communicators

The gospel commissions its disciples to communicate, therefore

  1. To glorify God is the ultimate intent of all communication;
  2. The context of all messages should be the good news of the love of God and the hope of the Second Coming of Jesus Christ;
  3. Adventist communicators respond to the church?s ethos, beliefs and values, and express themselves as loyal members of the church;
  4. Every legitimate communication or media professional has a holy calling which requires fellowship, support and respect for the medium, message, and fellow communicators;
  5. Freedom to communicate with integrity, openness, objectivity, honesty, sensitivity, diversity, and excellence is a priority; employers and constituencies are to be informed of a need for transparent, honest and open communication;
  6. We affirm that the Truth and trust are essential to responsible living; and the coherence of and fidelity to theTruth should predominate over immediacy and sensationalism;
  7. All of our media productions should be elevating, truthful and ennobling to the reader/viewer and encourage a living faith, practical godliness and a commitment to building community;
  8. Every communication professional is obligated to expand their knowledge and sharpen their skills through affiliation and participation in professional organizations, continuing education and professional development, to maintain a high standard of excellence commensurate with the discipline of communication;
  9. Communication activities should be free from conflicts of interest; nepotism and favoritism have no place in hiring and promotion of communicators and their staffs; contracts should be awarded fairly, and not on the basis of undue influences; and
  10. The messages of the church organization directing the communicator?s activities should legitimately reflect its identity, its values, and should be framed in all decisions and moral choices.

Adopted at the Communication World Advisory, Silver Spring, Maryland, March 22, 2006.